Idea:

Inflate the balls that would be used by the Peruvian Team in the matches they'll play in the qualifying games for the World Cup in Russia 2018, with the fan´s cheers.

Execution:

Umbro placed a unique machine in the Peruvian Grand National Stadium, a machine that detected the decibels of the fan's cheers, converting them to pounds, and inflated the balls in real time. These balls would then be taken directly from the activation to the field so that the qualifying match for Russia 2018 would be played with them.

Results:

44% of the people at the match interacted with the machine.

In just 5 days, the video of the fan's support was seen by over one million people, 20 times the capacity of the Peruvian Grand National Stadium.

It got more than 800,000 dollars of free publicity.

During the game transmission, with peaks of up to 59 points in rating, the most respected sports journalist in Perú was highlighting the fact that the balls that were on the field were filled by the fan's supportive cheers.

We turned the UMBRO ball into a new medium, seen by thousands of people in the world.